以體驗價值觀點探究「泰勒絲：時代巡迴演唱會」實體 / 線上預錄之差異

Abstract

演唱會作為重要的文化消費形式，已逐漸成為人們追求娛樂與文化體驗的主要途徑之一。COVID-19 疫情重創傳統實體演唱會，促使業界與觀眾尋求替代方案，線上演唱會因此興起，憑藉無需排隊、突破地域限制等優勢，開啟嶄新的文化消費模式。本研究以「泰勒絲：時代巡迴演唱會 (Taylor Swift’s The Eras Tour)」為例，探討觀眾對實體與線上預錄演唱會的體驗價值及其差異，並以 Holbrook 提出的體驗價值理論為分析框架切入，採用現象學研究方法，透過深度訪談五位參與過兩種形式演唱會的研究參與者，呈現其觀演歷程與感受。研究結果顯示，兩種形式皆具音樂欣賞與娛樂功能，但在體驗價值上展現出明顯差異：經濟價值方面，實體演唱會雖花費高昂，卻被視為值得的情感投資，線上則因價格親民與便利性而降低參與門檻；社會價值方面，實體觀演強化粉絲身份與社群認同，線上則提供穩定陪伴與文化參與的替代途徑；享樂價值方面，實體演出帶來強烈感官震撼與情緒共鳴，線上則主打舒適環境與個人化體驗；利他價值方面，實體觀演展現粉絲間互助情誼，線上則促進親友共享與文化價值的延伸。整體而言，實體演唱會以其無可取代的臨場氛圍與社群互動，仍是觀眾心中重要的文化實踐；線上預錄演唱會則在便利與可及性方面扮演補充角色，拓展演出觸及面與參與族群。研究最後亦提出實務建議，包括強化線上沉浸體驗與參與儀式感，並呼籲未來研究擴大樣本與演出類型，以深化對演唱會體驗的理解與應用。As a key form of cultural consumption, concerts have become a major way for people to seek entertainment and cultural experiences. However, the COVID-19 pandemic severely disrupted traditional in-person concerts, pushing the industry and audiences to explore alternatives. Online concerts emerged in response, offering benefits such as no queuing and no geographic limitations, introducing a new mode of cultural consumption. This study uses ‘Taylor Swift’s The Eras Tour’ to explore the experiential value perceived in in-person and online concerts. Guided by Holbrook’s experiential value theory, the research adopts a phenomenological approach and conducts in-depth interviews with five participants who attended both formats. Their experiences were analyzed across four dimensions: economic, social, hedonic, and altruistic value. The results indicate that while both formats provide entertainment, they differ significantly across the four dimensions. In terms of Economic Value, in-person concerts—despite being time- and cost-intensive—are often regarded as meaningful emotional investments. In contrast, online concerts reduce participation barriers through greater affordability and convenience. In terms of Social Value, in-person concerts strengthen fan identity and foster a sense of community, whereas online concerts offer emotional connection for those unable to attend in person. In terms of Hedonic Value, live performances deliver intense sensory stimulation, while online formats prioritize comfort and personalized experiences. In terms of Altruistic Value, attending in person encourages peer support—such as ticket sharing and resource exchange—whereas online concerts facilitate cultural sharing and emotional bonding among friends and family. Overall, in-person concerts remain irreplaceable for their immersive atmosphere and social engagement. Online concerts serve as a complement, expanding access. This study offers practical suggestions for enhancing online concert experiences and calls for future research to include broader samples and concert types.